The Why Podcast: Why being kind and acting sustainably can pay off

The saying “nice guys finish last” is not always true, according to research. In the latest episode of The Why Podcast, Katie Pisa met with Jonathan Berman, Associate Professor of Marketing at London Business School, to talk about his research findings on prosocial behaviour and when doing good leads to looking good.  “When do you hear about good deeds from someone and think better of them, and when do you think it’s not genuine?” asks Jonathan. There isn’t always a direct connection between doing good deeds and being seen as an exemplary person. In fact, some do-gooders are even seen as braggarts, virtue-signalers and hypocrites. We discuss this fascinating research on how people evaluate those engaging in prosocial acts, and how it’s all linked to sustainability and ethical consumerism.  Jonathan also shares tips for companies on how corporations can live up to being viewed in a positive way when trying to be more sustainable. “If the sincerity is there, it will pay off,” he says.  For more thought leadership and business insights from London Business School faculty and alumni, visit Think at London Business School Sign up here to receive a curated selection of articles, podcasts and films direct to your inbox twice a month.  Follow us on social media: X Linkedin Facebook